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Managing a corporations image.
Managing brands.
Issues associated with developing andpromoting brand names and logos
Importance of packaging and labels.
Developing brand and corporatepositioning strategies.
Brand and Corporate
Image Management
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Tangible Elements Intangible Elements
1. Goods and services sold.
2. Retail outlets where product
is sold.
3. Factories where product is
produced.
4. Advertising, promotions, and
other forms of communications.
5. Corporate name and logo.
6. Employees
1. Corporate, personnel, and
environmental policies.
2. Ideals and beliefs of corporate
personnel.3. Culture of country and location
of the company.
4. Media reports.
F I G U R E 4 . 1
Components of a Corporate Image
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Role of Corporate ImageConsumer Perspective
Consumer perspective.
Business-to-business perspective.
Company perspective.
Sonys Web site is continuallyupdated, but still retains aconsistent corporate image.
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Promoting the Right Image
Creating the right image.
Conveys a clear message about the organization.
Should portray the nature of the firm.
Fit with products being sold.
Rejuvenating an image. Easier than changing a well-established image.
Add new elements but continue current image.
Changing an image
Extremely difficult.
Necessary when
Target market has shrunk or disappeared.
Current image not consistent with industry trends.
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Test for Effective Logos
Should be easily recognizable.
Should be familiar.
Should elicit a consensual meaning amongfirms target market.
Stimulus codeability
Should evoke positive feelings.
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Benefits of Logo Recognizability
Aids in recall of specific brands.
Aids in recall of advertisements.
Reduces shopping effort.
Reduces search time and evaluation of
alternatives.
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Logo Recognizability
McDonalds Golden Arches logo is recognizable enough to stand on its
own.
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Branding
Provides quality assurance
Reduces search time.
Allows a company to charge more.
Reduces brand parity.
Consumers choose a brand because it is:
Salient
Memorable Noteworthy
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Developing a Strong Brand Name
What are the most compelling benefits?
What emotions are elicited by the brand either during
or after the purchase?
What one word best describes the brand?
What is important to consumers in the purchase of theproduct?
Begins with understanding why consumers buy a brand.
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Packaging
Traditional elements Protect the product inside
Provide for ease of shipping, moving, and handling
Provide for easy placement on store shelves
Prevent or reduce the possibility of theft
Prevent tampering
New trends
Meet consumer needs for speed, convenience and
portability
Must be contemporary and striking
Must be designed for ease of use
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Labels
Must meet legal requirements.
Provide another marketing opportunity.
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Benefits of Brand Equity
Higher prices
Higher gross margins
Channel power
Additional retail shelf space
Reduces customer switching behavior
Prevents erosion of market share
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Building Brand Equity
1. Research current brand image.
2. Decide what makes the brand unique.
3. Communicate brands uniqueness.
4. Spend heavy on advertising.
5. Make domination the goal.
6. Deliver on uniqueness.
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Successful Brand Development
Continue commitment to the brand.
Increase market penetration.
Understand the brands target market Leverage the effects of penetration
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Positioning Approaches
Attributes.
Competitors
Use or application
Price/quality.Product user
Product class
Cultural symbol
Consumer markets
B-to-B markets
International markets
1. Is relative to competition.
2. Exists in the mind of the consumer.